报告人：彭志伟 副教授 复旦大学体育外围平台APP
主持人：陈熹 副教授 体育外围平台APP
时间：2013年6月7日（周五）13：30-15：00
地点：体育外围平台APP1102会议室
报告题目："Using Personal Communication Technologies for Commercial Communications: A Cross‐Cultural Investigation of Email and SMS"
报告内容摘要：
Widespread use of Personal Communication Technologies (PCTs) for commercial message dissemination necessitates understanding of PCT choices that might lead to better commercial performance. Building primarily on Apparatgeist and social construction theories, this research proposes that consumer responses to PCT-disseminated commercial message are jointly influenced by the PCT (i.e., technology) that carries general symbolic meanings about its nature and purpose (‘spirit’), and the context culture (i.e., the cultural milieu) in which it is used. We began with focus groups’ assessments of two commonly utilized PCTs, namely Email and SMS, which revealed their comparative symbolic meanings – in terms of intimacy or formality of communication – to be in line with extant literature. Then, in a commercial setting where retailers leverage PCTs for disseminating product discount coupons, we examined the difference between two distinct environments differed by the context cultural dimension (the cultural milieus of social interaction and communication) i.e., China (an environment of high context cultural dimension) and Switzerland (an environment of low context cultural dimension). To do so, we first validated the context cultural differences through a survey, and conducted two matching field experiments in the two countries involving more than one thousand consumers. Results support our propositions, demonstrating favorable commercial performance for SMS use in an environment of high context cultural dimension and Email use in an environment of low context cultural dimension. Follow-up surveys further corroborated the results and provided deeper insights into how both PCTs’general meanings and pertinent values in the cultural milieus jointly led to the consumer responses. Besides presenting empirical evidence to inform the selection of appropriate PCTs for commercial communication, this research contributes to the theoretical development of social construction and Apparatgeist theories via its joint examination of consumers’ environment and technology.
Keywords: Personal communication technology, Apparatgeist theory, social construction, cultural dimension of context, multi-method investigation, field experiment.
报告人简介：
彭志伟，复旦大学体育外围平台APP信息管理与信息系统系副教授, 国际信息系统协会 (Association for Information Systems) 成员。2008年11月毕业于新加坡国立大学信息系统系，获信息系统博士学位。2008年12月开始于复旦大学体育外围平台APP任教。主要研究方向为虚拟社区及社会网络，移动电子商务，和电子政务相关的研究。成果已于《MIS Quarterly》、《Journal of the Association for Information Systems》、《IEEE Transactions on Engineering Management》、《Communications of the ACM》、《Information & Management》、《Journal of Strategic Information Systems》、《European Journal of Information Systems》、《Long Range Planning》等国际期刊上发表（含收录），近年曾多次在ICIS (International Conference on Information Systems)、AoMM (Academy of Management Meeting), IFIP（International Federation for Information Processing WG Conference）、ECIS (European Conference on Information Systems), HICSS (Hawaii International Conference on System Sciences) 等国际重要学术会议上宣讲自己的学术论文，并任2009年至2012年ICIS的Associate Editor, 2011年ICIS的conference committee成员, 以及2102、2013年Pacific Asia Conference on Information Systems (PACIS) 的track chair。
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管理科学与工程学系
